War. What is it good for? Well, not much, obviously.
But as human nature shows its ugliest sides, some of the more positive characteristics of business and those in power tend to rise to the surface in an attempt to counterbalance. Any brand with the resources and the influence should always be mindful of its ability to change lives and this is something that isn’t lost on KEEN.
A few days after the invasion KEEN committed €150,000 in cash and products to support Ukrainian refugees. Over 1.5 million Ukrainian refugees have passed through Romania since the Russian invasion of Ukraine started in February 2022. Nearly 2/3 of the 86,000 Ukrainian refugees “stuck” in Romanian shelters are children. The humanitarian crisis is no longer making headlines, but the need is still great — especially as 7+ months of humanitarian aid is running out. Therefore, KEEN introduces the limited-edition Ukraine Shanti slides with 100% of proceeds going to the Everyday Refugees Foundation.
The campaign was shot on the 6th of October, the same day Russia deployed additional troops to the frontline. A team comprised entirely of Ukrainian talent was assembled to create striking and thoughtful imagery. The team included stylist/model Diana Onatska, model Dmytro Avdieiev, make up & hair artist Sasha Vetrova and photographer Ksenia Kargina.
You can show your support for those in need by bagging a pair of these at keenfootwear.com